Do you have a great idea for a story, but no clue how to get
it in the news? Are you tired of pitching press releases the news media simply
ignores?
After over a century of combined experience in the news
media, Texas public relations firm Real News PR has a scoop for you: the media
needs good stories. But most stories are pitched so poorly they are lost in the
blizzard of faxes that blanket every newsroom.
Here are five steps to increase your chances of getting
covered that even most Dallas public relation companies
don't know:
1) Be Unusual
The old adage about "Man bites dog" still holds
true. The news doesn't cover what's normal. It covers the abnormal. Often
times, Texas public relations firms make the mistake of pitching stories which
most people simply aren't interested in.
PR whiz Carolyn Alvey knew this when she was trying to raise
money for a charity several years ago. Instead of holding a garage sale, she
sent out a press release announcing a "Celebrity Garage Sale."
Everything from Bob Hope's old golf clubs to Roger Staubach's long-neglected
neckties was for sale. By making an ordinary garage sale extraordinary, the
media was instantly sold on the story.
2) Be Visual
Reporters tell stories with pictures. If the pictures aren't
there, chances are the reporters won't be either.
Even the most non-visual story can be made visual if you're
creative. A dog biscuit business? Boring. A dog birthday party complete with
doggie guests and party hats? Now you're barking up the right tree.
3) Choose the Right Reporter
Perhaps the most common mistake even some Dallas public
relation companies make is trying to sell a good story to the wrong person.
Most reporters have a specialty, like "crime" or
"business."
So, seek out the reporter who will have the most to benefit
from your story. Start studying the news. Before you call a TV station or try
and pitch the paper, become familiar with a reporter's work.
4) Write like a Reporter
If we were going to send a press release to a reporter, we'd
write the kind of headline that a newspaper would run. And we'd make the rest
of the release so conversational that a TV anchor could read it right on the air.
Why is this so important? A major market newsroom gets
thousands of press releases from Texas public relations firms every day. Often
the decision on whether to cover your story is made in a matter of seconds.
Many times that well-crafted sentence in the third paragraph of your press
release is never read.
5) Wait for Slow News
The holidays are the slowest "news times" of the
year. When government offices are closed, so are most of our sources. Take
advantage of it.
There you go. Now you're armed with knowledge that even some
well-paid Dallas public relation companies don't practice. If your idea is
unique, visual, and pitched to the right person when the supply of news is
running thin, you're in!
